You must go back to the Supreme Court ruling in 2018 to find the first major change in terms of sports betting in the United States. It is a significant date in the history of betting in the US because the keys were handed to each individual state, who became responsible for sports betting. Some states acted quickly to introduce sports betting and online mobile sportsbooks, with New Jersey being a good example.
Having introduced sports betting to the people of New Jersey, it is possible for those residing in the state to enjoy betting on a huge variety of sports and there is now a great selection of mobile sportsbooks available. You only have to look at the Gamble-USA guide to get an understanding of the wealth of betting sites and mobile sportsbooks available in New Jersey and throughout the United States.
Not only does the introduction of sports betting mean big things for punters, but it is also a major opportunity for professional sports teams in the US. One of the ways sports books and betting are making inroads into pro sports in the United States is via sponsorship deals.
In February 2020, the National Football League contacted each team and informed them they could begin making official sponsorship arrangements with regulated sportsbooks in the US. It was only a matter of time before professional sports teams in the United States took advantage of the changes in legislation concerning gambling. However, this is nothing new, especially in the NFL, where casino sponsorships have been legal since 2018. Caesars became the NFL’s first official casino sponsor in early 2019 and it is believed, thanks to legal sports betting, the NFL could see an additional $2.3 billion in annual revenue.
Going back to the 2019 NFL season, there were 21 new gambling-related advertising deals in place throughout the campaign. This led to a near 6% increase in sponsorship revenue across the league and the NFL are sure to make significant inroads into sports betting sponsorship. XFL, which is a new professional American football league founded by Vince McMahon, have not held back in terms of gambling sponsorship and they have completed several sportsbook sponsorship arrangements.
The NFL now has links with 888Sport and the popular sportsbook has become the NFL’s official sports betting partner in the UK and Ireland. 888sport will also be the official sports betting partner of the Super Bowl for fans in the UK and Ireland. This shows sportsbook and betting sponsorship can be tailored to individual countries, thus maximising potential revenue streams.
In terms of individual NFL teams, many have been quick to get on the train in terms of sportsbook sponsorship. The Philadelphia Eagles is a good example and they have signed a deal with Unibet, while Denver Broncos have a package in place with both Fan Duel and Bet Fred USA. It can only be a matter of time before every team will have a sports betting partner.